7/10/2013 10:46:38 AM
Lycamobile ad banned after 'unlimited' claims
MVNO Lycamobile has been censured by the Advertising Standards Authority for an advert claiming it offers unlimited calls, texts and data.
The ASA found the campaign for the All in One bundles was misleading, as additional charges were applied when a fair use policy was exceeded. Lycamobile argued the word 'unlimited' would not be taken literally by consumers and said the bundle offers were advertised in a 'clear, legible and unambiguous manner'. The MVNO argued the average consumer would be expected to take note of the small print, which said fair usage applied to 3000 minutes/texts/MB per month per SIM.
However, the ASA said the word 'unlimited' was a strong claim to make and meant consumers would expect the services would not be restricted. It said the small print in the ad contradicted the unlimited claim and concluded the advert was misleading. It said the ad must not appear again in its current form.
Author: Graeme Neill